Marketing, branding & communications practice

It’s time for the latest round of “Content Marketing doesn’t work any more” stories. Can you tell these make me a little cranky? It’s official — content marketing has moved from the Gartner Hype Cycle “peak of inflated expectations” to the dreaded “trough of disappointment.” Yes, there’s an awful lot of content out there. And... Listen to episode

Mental health charity CALM said working with brands has helped it to increase awareness of male suicide in the UK from 19% to 43% over the last two years.

[This post first published on Medium March 16, 2018] I was looking at the app store this morning and noticed in the upper left hand corner The Art of the Steamworld Heist, offered there as a “behin…

Brands can make a lasting impact with transmedia and multi-platform storytelling.

By Charlie Wilton, CMRP, FMRIA Every year, companies invest significant resources into long-range planning and detailed annual operating plans. In spite of this, many businesses fail to achieve their goals. Companies that consistently meet or exceed their goals do so...

Partnerships are an essential component of running a successful business.

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.

Have you ever opened your computer with the intention of sending one email — only to spend an hour scrolling through social media? Maybe two hours? In this episode, we examine the strategies media companies use to hijack our attention so they can sell it to advertisers.

Greenpeace Art and Editorial Co-ordinator Marcela Teran on "brand jamming" Coca-Cola and putting pressure on the company to adopt more sustainable practices

As the things to which we ascribe value begin to change, the notion of premium, of quality, of the sought-after is radically changing, says Hugo Jamson. How should brands and designers react?

Consumers’ bonds with brand characters are much like trusted friendships. And when that old pal gets a makeover, certain consumers will be resistant to the change.

In the final installment of this special four-part episode, Jen Sievertsen, chief marketing officer of Ramsey Solutions, explains the best way to spend your marketing dollars now. She says the biggest challenge today is breaking through the overabundance

The search for solutions and marketing strategies is the search for the obvious.

You only have one brand story, but it needs to be told differently at different stages of the relationship you have with those you want to win over as brand advocates.

Companies craft a positioning statement in order to guide messaging and help customers "get" what they're talking about. Not many companies actually publish their positioning statement because they're not very interesting. But a video positioning statement can be.

Tech and tactics come and go — but storytelling lasts forever. In this episode, Shane Snow and Joe Lazauskas of Contently share their favorite techniques for developing a storytelling edge. (Part 2 of a 2-part episode.) We all know that stories are powerful — but sometimes it’s hard to know how to tell stories that... Listen to episode

Tech and tactics come and go — but storytelling lasts forever. In this episode, Shane Snow and Joe Lazauskas of Contently share their favorite techniques for developing a storytelling edge. (Part 1 of a 2-part episode.) We all know that stories are powerful — but sometimes it’s hard to know how to tell stories that... Listen to episode

In part three of this special four-part episode, Chic Media CEO Rachel Hollis shares her advice on the best way to spend your marketing dollars now. Rachel says it's more important than ever to know the language of your demographic and the lifestyle they

In part two of this special four-part episode, Ryan Deiss, founder and CEO of DigitalMarketer.com, shares the best way to spend your marketing dollars now. Rather than making your product or brand the focus of your marketing efforts, he says you should co

Radiocentre and ebiquity's new report lays bare marketers' perceptions about which channels perform best,which are completely divorced from reality.

The shaving subscription service is focusing on its brand purpose rather than its product in a new campaign that shines a light on the issue of male suicide

12 words or less. According to our guest, Dr. Nido Qubein, who is a renowned speaker and President of High Point University, if you can't effectively describe what you do and what your company is about in a few words, prospects will not become your...

In this special four-part episode, we ask marketing pros Pat Flynn, Ryan Deiss, Rachel Hollis and Jen Sievertsen to weigh in on the best way to spend your marketing dollars now. Tune in to find out their top 2018 marketing trends so you can decide how to

The Power of Storytelling. Stories engage us like little else. Millward Brown explores what it is that makes storytelling an effective creative tool for your brand communications.

How is your brand performing in the economy of feelings?

More than ever, brands need to understand the impact they have on people as they answer the question: Are we creating the kind of world we all want to live in?

A close look at the four association branding options in brand architecture.

The KFC chicken crisis could have been disastrous, but a rapid strategic response means it will benefit long-term from a boost in consumer demand.

The next generation of brand leaders will take sincere stances that align with its purpose, values, and operating principles and policies.

A new study looks at how teens construct their online identities.